The question your founder asks every month, and the one that takes half a day to answer properly. Nobody fills in a B2B enquiry form on the first visit: they read something, leave, come back a fortnight later and convert. Clearly reports on the whole path, not just the last click.
For consultancies, SaaS, accountants, recruiters, engineering firms and anyone selling a considered service to other businesses.
Default analytics hands the whole credit to the last visit, which is almost always a brand search or a direct visit. The guide that actually started the relationship gets nothing, so it looks like your content does not work and your brand campaigns are geniuses.
Week 1 · First touch
Read your pricing guide
Organic search, from a long question about your category
Credited: 0% by default
Week 3 · Return
Compared two case studies
Came back from a newsletter link, read for nine minutes
Credited: 0% by default
Week 6 · Converts
Searched your name, booked a call
Brand search, forty seconds on site
Credited: 100% by default
Clearly reports first touch alongside last touch, and groups your pages so you can see that Case Studies and Pricing precede enquiries even when they never get the final click. You can switch the model and watch the ranking change, which is usually the moment the content budget conversation gets easier.
Enquiries, demo requests and trials for the month, each against last month, with the sentence that explains the move.
What each channel produced and what it charged for it. Paid search next to organic next to referral, with cost per lead derived from summed spend and summed leads rather than averaged.
Which pages and topics appear in the journeys that end in an enquiry. Group them into Blog, Case study, Pricing and Product and report on the groups, not 400 URLs.
The questions people ask before they know your name, from Search Console: what you rank for, what gets clicked, and where you are slipping.
Content groups
A page-by-page list is unreadable and unactionable. Bucket your site into the handful of groups you actually plan content around, with simple rules on the URL, and every chart and table can speak in those terms.
No tagging project, no developer, no re-tagging the site. The rules live in the report and apply to history as well as to next month.
One Google sign-in covers the first three. Meta joins if you run retargeting.
Google Analytics
Enquiries and demo requests, the pages that precede them, and how people return.
Search Console
The questions that find you before anyone knows your name. Essential when content is the engine.
Google Ads
Spend and cost per lead by campaign, including the brand terms you are defending.
Meta Ads optional
Retargeting and awareness spend, reported next to everything else rather than judged alone.
Ask why
Lead volume moves for boring reasons more often than dramatic ones: a paused campaign, a ranking slip, a seasonal dip, a form that broke. Ask the report and it checks them together, then tells you which ones the numbers actually support.
Demo requests fell 24% (47 against 62). Organic entries to your Case study pages dropped 38% after two of them lost first-page positions in May, and those pages precede roughly a third of all demo requests.
Paid search volume and conversion rate are both flat, so this is a visibility problem upstream rather than a demand or website problem.
Every figure comes from your own GA4, Ads and Search Console data.
Choose professional services when you create your report and it arrives built around enquiries, cost per lead and the content that earns them.
Free for one report. No card required.
Other kinds of business: local services, online stores, agencies.